Bootlegger Coffee Takes Flight with FlySafair Partnership

CAPE TOWN — 17 September

South African coffee chain Bootlegger will serve its beverages on FlySafair flights nationwide under a new partnership launching Wednesday, 17 September.

The deal expands Bootlegger’s presence beyond cafés and retail outlets to airlines, reaching 1.8 million FlySafair passengers annually. (company statement)

Travelers can now choose four hot drinks from FlySafair’s in-flight menu:

• Bootlegger Colombia FD Blend Americano
• Bootlegger Cappuccino
• Bootlegger Chocolate Latte
• Dilmah Ceylon & Rooibos Tea

Bootlegger CEO Ricky Ruthenberg stated this move targets the travel market while serving existing customers in new settings.

“Capturing the travel market allows us to grow our brand beyond traditional retail locations whilst serving our existing customer base in new environments,” Ruthenberg said in a press release.

Marketing head Miguel Netto confirmed months of development ensured seamless integration with the airline.

“FlySafair’s brand strength and passenger volume create immediate scale for our brand reach while unlocking new revenue streams that complement our café network,” Netto said.

The Cape Town-founded chain has grown rapidly since 2012, expanding from 18 locations in 2019 to 86 stores nationwide.